The Lexicon of online advertising



As we want to make sure that you fully understand online advertising jargon, here are some definitions for words which are commonly used in the wonderful world of digital advertising.



Adexchange: Technology platform on which people with demand (advertisers, media agencies and retargeting platforms) and suppliers (publishers’ websites, networks, ad departments) meet to sell or purchase advertising inventory, all this in real-time.


Adserver: On-line Advertising software which places the display advertisements on a website, at the right place.


Ad optimization Algorithm: Optimizes automatically ad investments revenues. Algorithms are more likely to be used in the field of trade links (Adwords, Facebook) or for display performance campaigns.


Ad unsolds/returns:  Part of the ad inventory whose commercialization has not succeeded over a period of time.


Ad inventory: Provisional number of displays available fore sale on a website or network over a period of time.


Ad Tag: Ad server-generated code inserted in the HTML code of a page to displayed properly in the right place.


Blog: Personal or corporate page comprising opinions, links or chronicles, periodically published by it(s) author(s) in the form of posts.


Behavioural/Ad targeting: Method used by publishers and advertisers to increase the efficiency of their campaigns. Behavioral targeting uses data collected according to the behavior of web users such as visited pages and keyword searches in order to select pertinently the ads that will be displayed to them.


Clicks: The number of times that users mouse click on an ad format.


Cookie: Little text file placed, by the website server or an authorized third party, on the HDD (hard disk drive) of the user’s device during a page view. It is a mean of enhancing navigational experience though the collection and storage of data about the users.


(CPC) Cost per Clic: Pricing and remuneration system of on-line ads based on the number of clicks registered on the ad creation.


Cost per Lead (CPL): Pricing and remuneration system based on on act carried out leading to complete a form, register to Game-Contest, newsletter 


Cost per Thousand (CPM): Basic Display pricing and remuneration. It corresponds to the cost of one thousand impressions.




DSP (Demand Side Platform): Instrument/Technology allowing advertisers or trading desks to buy advertising spaces through programmatic (RTB). This is a parallel to SSP.




External Advertising Agency: Agency that commercializes advertising spaces of third-party publishers whose remuneration is based on a fee charged on the sale of those spaces.




Geolocation/geolocalization: Diffusion of a content based on the supposed or real geographic position of a surfer, using GPS data.



IAB (Internet Advertising Bureau): Non-profit professional organization exclusively dedicated to maximizing the use and efficiency of on-line advertising and marketing. The recognition of formats by the IAB establishes on-line ad standards that simplify the implementation of ad campaigns reducing the number of necessary creations.


Imprints: The number of ad formats displayed; it is usually expressed monthly.


In-stream video : Ad Video inserted in a video content.


Internal Advertising Agency: Advertising department belonging to the company which it represents.



Mobile site: Websites that are developed and optimized for the purpose of mobile display such as smartphones and tablets.  


Mobile Application: Or Mobile App, is computer program designed to be downloaded on smartphones or tablets via Apple Store (IOS) or Google Play (Android).


Out-stream video: A form of on-line ad video that is not a spot hosted on a video platform.



PAP (Pages seen with advertising): Measurement unit that records viewed pages composed of at least one advertising element. The number of PAPs are an audience indicator.


Publisher: A person or organization who plans, promote or deliver whether it is public or private content via one or several medias.


Programmatics Purchase: process of automatic purchase of Internet advertising spaces on adexchanges platforms through/ based on the principal of “real time bidding”


Retargeting: A cookie is stored on the user’s device during the visit of a page. Ads displayed that follow will be in relation to web searches that the internaut did beforehand.


RTB (Real Time Bidding): Acronym commonly used for on-line advertising referring to the scheme of auction in real-time. “Programmatic buying” is also used to qualify the same process.




SSP (Sale Side Platform): Instrument/technology that allows publishers or group of publishers (Market Place) to sell their ad spaces to DSP (via programmatic)


Standard format IAB/ Display: terms used to qualify the usual on-line formats using graphic or visual components (banners, rectangle, skycrapers, etc…); the so-called traditional on-line advertising. Those formats are recognized and promoted by the IAB Internet Advertising Bureau.


Socio-Demographic characteristics: Usual criteria used to partition a population or an audience such as age, gender, socio-professional category, incomes.


Unique visitor/user:  A user who visits a website and is considered as one visitor in audience data. If the web user visits a site 10 times over a period of time (often 1 month) the audience data will record 10 visits for one unique visitor over the period in question.


Untag: is neologism meaning to remove the inserted


Visit: Access and view of a website. The number of visits are expressed in relation to a period of time (day, week, month)


Visitor: User who visits a website over a defined


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